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Lilac St./Routine Education/email teardown

Your summer-proof routine starts here

How Lilac St. built this send — a routine education email shipped as product hero on Thursday at 9pm, carrying a free shipping offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.

From: Lilac St.campaignPreheader: “Everything you need to get started ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏”
Offer
Free shipping
Voice warmth
0.60
Sent
Thu · 9pm
Format
Product hero
How this send compares
  • When Lilac St. does discount it averages 32.5% off — 9.9 points deeper than the set average of 22.6%. This send itself carries no offer.
  • Voice warmth 0.71 for Lilac St. vs 0.70 across the set — right on the set median.
01

Message & creative

Message theme
Routine Education
Creative format
Product hero
A single product shot leads the email.
Secondary theme
Summer Proof
Hero headline
Sweat. Showers. Nonstop Days.
Emotional appeal
aspiration
Calendar moment
Summer kickoff
Early-summer push for sunscreen and travel sizes.
02

Offer

Mechanic
Free shipping
Free or upgraded shipping, often once you spend enough.
Depth
Non-numeric
Promo phase
Not a promo
No offer in the email.
Promo code
Auto / none
Minimum spend
$65
Urgency
None
03

Voice & tone

Warmth0.60
ClinicalWarm
Formality0.40
CasualFormal
Reader focus0.70
“We”“You”
Expressiveness0.65
RestrainedExuberant

Reading grade 7.0 — the approximate US reading level of the body copy.

04

Call to action

Primary CTA
“SHOP THE DELUXE STARTER KIT”
Destination
Product page
Links straight to a single product.
Verb framing
Shop / Buy
Direct buying words — 'Shop now', 'Add to bag'.
CTA count
25
Multi-CTA layout
Primary destination URL
ctrk.klclick1.com
No UTM tagging detected
Tracking domain
ctrk.klclick1.com
ESP fingerprint · Klaviyo
05

Deliverability posture

SPF
None
DKIM
Pass
DMARC
Pass
Policy: none
One-click unsubscribe
Supported (RFC 8058)
Unsub scheme: https
From alignment
Aligned
Domain: root
Footer hygiene
postal address
06

Send timing

Day
Thursday
Local hour
9pm
Send type
campaign
One-off campaign
07

Claims & products

Claims extracted
  • “Comfortable, waterproof wear designed to fit seamlessly into your routine”efficacy · unsubstantiated
  • “NanoSoft™ technology”ingredient · unsubstantiated
Products featured
  • NanoSoft™ Deluxe Starter Kithero
Kujola

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08

The creative

The original email as it rendered in the inbox. Shown for reference and sandboxed — it is not part of the indexed analysis above.